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{Vania Tan}

200382515 DESN 2989 Graphic and Communication Media B


RESEARCH ON GREEN & BLACK’S AND CHOCOLATE

Our aim continues to be the creation of chocolate products that give a taste experience like no other.

ORGANIC They make and sell Organic Premium chocolate.1

They do spreads, ice creams and mini assortments and biscuits too.1

Started in London 1991,founded by Craig Sams.1 The beans are principally sourced from the Dominican Republic and Belize.1

Chocolate is the TOP snack choice for half the population.3 WHITE CHERRY

The Brand name was dreamt up by Craig & Jo.1

MINT DARK 70% DARK 80%

Londoners eat the most chocolate compared to Wales and South West. North West eats the least.5

<37.5o

66%

HAZELNUT AND CURRANT CREAMY MILK

CARAMEL

MILK

MAYA GOLD

ESPRESSO

GINGER

Of all chocolate is consumed between meals.7

Melts slightly below body temperature.6

Is spend on gifts for Valentine’s Day or Mothers’ Day, less than £5 for Birthdays.6

12

9

3

6

Britons consumed a quarter of the continent’s entire chocolate supply according to a 2006 survey.1 Green to represent Organic and black for intensity of chocolate. 1

RAISIN AND HAZELNUT BUTTERSCOTCH

Dark chocolate but not white lowers high blood pressure, say Dirk Taubert, MD, PhD.10

22%

Of all chocolate consumption takes place between 8pm and midnight.7 Chocolate contains phenylethylamine, which is said to have an effect of an aphrodisiac.8

36%

Of those who eats 1 to 3 bars a month are at lower risk of premature death.4

1. Green & Black’s Organic Chocolate UK,2010.[Online] Available at:< http://www.greenandblacks.com/uk/home.html> [Accessed 6 Feb 2011]. 2. BBC news,2005. Cadbury gobbles up organic rival. [Online] Available at:< http://news.bbc.co.uk/1/hi/business/4543583.stm> [Accessed 6 Feb 2011]. 3. Mintel,2010. Chocolate Confectionary-UK-April 2010. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227664/display/id=479964> [Accessed 6 Feb 2011]. 4. Roger.D. 2008, The Sydney Morning Herald, Live long and eat chocolate. [Online] Available at:< http://www.smh.com.au/lifestyle/wellbeing/live-long-and-eat-chocolate20090403-9myy.html> [Accessed 6 Feb 2011]. 5. Stephen.H, 2010,Mirror, Men eating more chocolate than girls. [Online] Available at:< http://www.mirror.co.uk/news/top-stories/2010/08/08/men-eating-more-chocs-thangirls-115875-22472994/> [Accessed 6 Feb 2011]. 6.Mintel,2010. Dark Chocolate Is More Filling Than Milk Chocolate And Lessens Cravings. [Online] Available at:<http://www.sciencedaily.com/releases/2008/12/081210091039.htm.> [Accessed 6 Feb 2011]. 7.The World Atlas of Chocolate,n.d.Chocolate Consumption. [Online] Available at:<http://www.sfu.ca/geog351fall03/groups-webpages/gp8/consum/consum.html> [Accessed 6 Feb 2011]. 8.BTtradespace,2007.Chocolate has the ‘feel good factor’. [Online] Available at:< http://thechocolatetrufflecompany.bttradespace.com/news-and-posts/news/77C7AC2F58EBE2C 6E0401BAC710164E3> [Accessed 6 Feb 2011]. 9.Mintel,2010.The gift of chocolate. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479796/display/id=539779. [Accessed 6 Feb 2011]. 10.Daniel.J,2003, WebMD, Dark Chocolate is Healthy Chocolate. [Online] Available at:< http://www.webmd.com/diet/news/20030827/dark-chocolate-is-healthy-chocolate> [Accessed 6 Feb 2011].


TARGET AUDIENCE OF MEN (AGED 25-35 YEARS)

11%

Of men think about chocolate in the day.1

21% Of men feel stressed and overworked.2

39%

Of men say they like spending money.2

75%

Of men say they are consistently romantic.

12% Of men worried by own health problems.2

30%

SURVEY FOR MEN 25-35 YRS

One out of ten of consumers who buy chocolates are adventurous enough to try out new flavours.4

Men aged 25 to 29 view a healthy lifestyle as priority.5

“Men, Chocolate and Coffee are all better rich”.-Anon

One in three men aged 25-34 live with their parents.6

Dark chocolate is noted as ‘Junk Food that’s Good for You’ in Men’s Health Magazine, because of its heart healthy compounds.9

Men felt fuller after eating plain dark chocolate over milk chocolate, making them crave less of sweet, salty and fatty foods.8

Men in general respond to more of the practical aspects of the shopping experience as oppose to sales and promotion.7

The most popular deal with single men is the ‘buy one get one free’. They crave variety and will call friends for suggestions.7

Men aged 25+ years old were key demographics for buying novelty or boxed chocolates for their partner or spouse.4

Have you heard of Green & Black’s chocolate? YES

75% 25%

NO

How did you discover Green & Black’s? THROUGH A FRIEND THROUGHT ADVERTISEMENT

Of 15-34 yrs old men say they are generous.2

44%

I did a survey to find out are men aged 25-35 aware of Green & Black’s as a brand and their attitudes towards buying chocolates.

37.5% 0% 37.5%

IN-STORE PROMOTION

25%

NOT APPLICABLE

Do you crave chocolate at least once a week? YES NO

62.5% 37.5%

Do you buy chocolates as gifts as an easy solution? 87.5%

YES

Men have overtaken women to become the nation’s BIGGEST chocolate eaters.3 MEN AND TECHNOLOGY

44%

29%

60%

72%

Of men aged 25-34 have a smartphone at home.10

Of men aged 25-34 vist a social network site.10

Of men on Linkedin in UK are aged 25-34.10

Of men use Facebook regularly.11

50%

Of men do not use Twitter because it is useless.11

NO

12.5%

What is the considering factor when buying chocolates? 50%

PRICE QUALITY ORGANIC

87.5% 12.5% 25%

SIZE

62.5%

BRAND 37.5%

PACKAGING

Are you more likely to buy if given a chance to taste? YES

87.5%

NO

Do you tend to stick to buying the same flavours? 62.5%

YES NO

37.5%

1. Eva.W,2010.Gurdian,The truth about men, women and food. [Online] Available at:<http://www.guardian.co.uk/ lifeandstyle/2010/oct/17/gender-eating-men-women l> [Accessed 7 Feb 2011]. 2. Mintel,2010. Attitudes towards stress. [Online] Available at:<http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479752/displaytables/id=479752> [Accessed 7 Feb 2011]. 3. Stephen.H, 2010,Mirror, Men eating more chocolate than girls. [Online] Available at:< http://www.mirror.co.uk/ news/top-stories/2010/08/08/men-eating-more-chocs-than-girls-115875-22472994/> [Accessed 6 Feb 2011]. 4. Mintel,2010. Chocolate confectionary. [Online] Available at:<http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227664/display/id=479964> [Accessed 7 Feb 2011]. 5.Mintel,2007. Men’s changing lifestyles. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=221213/displaytables/id=221213 > [Accessed 7 Feb 2011]. 6.The Financial,2010.One in three men and one in five women aged 25 to 34 live with their parents [Online] Available at:< http://www.finchannel.com/news_flash/World/72741_One_in_three_men_and_one_in_five_women_ aged_25_to_34_live_with_their_parents/ > [Accessed 7 Feb 2011]. 7.Pubarticle,2010.Some intresting facts about shopping habits: Men V Women.[Online] Available at:< http://www. finchannel.com/news_flash/World/72741_Onhttp://www.pubarticles.com/article-some-intresting-facts-about-shopping-habits-men-v-women-1290332419.html> [Accessed 7 Feb 2011]. 8.Cher.T,2008.MailOnline,Dark chocolate ‘helps battle the Christmas bulge’[Online] Available at:<http://www.dailymail.co.uk/health/article-1093771/Dark-chocolate-helps-battle-Christmas-bulge.html#ixzz1CvOQUa4I> [Accessed 7 Feb 2011]. 9. Jeff Volek, Ph.D., R.D.n.d. Men’sHealth,Junk Food that’s Good for You [Online] Available at:<http://www.menshealth.com/mhlists/healthy_snacks/Chocolate_Bars.php>[Accessed 7 Feb 2011]. 10. Mintel,2010.iPhone Generation [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&&type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_ snapshot&list=search_results/display/id=395911/displaytables/id=395911 >[Accessed 7 Feb 2011]. 11. AskMenUK,2010.The Great Men Survey 2010 Edition [Online] Available at:< http://uk.askmen.com/specials/2010_great_male_survey/dating_results.html >[Accessed 2 March 2011].


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STRATEGIES

BE AN ADVENTUROUS MAN

THE CHOCOLATE DAY OCCASION

CAPITAL OF CHOCOLATE

Research shows that only 1 in 10 of chocolate consumers are adventurous enough to try out new flavours.

Research shows that men aged 25+ were key demographics for buying novelty chocolates for partners and spouse and that they spend £5 more on Valentine’s than birthdays.

Research shows that Londoners eat the most chocolates compared to other parts of britain.

MESSAGE:

MESSAGE:

MESSAGE:

TONE OF VOICE:

TONE OF VOICE:

TONE OF VOICE:

AUDIENCE RESPONSE:

AUDIENCE RESPONSE:

AUDIENCE RESPONSE:

MORE THAN CHOCOLATE DESIRE

TURN TO THE DARK SIDE

Research shows that chocolate contains a chemical that has an effect of an aphrodisiac.

Research shows that dark chocolate has heart healthy compounds and that 44% of men aged 25-29 view a healthy lifestyle as a priority.

HOW HOT ARE YOU?

MESSAGE:

MESSAGE:

MESSAGE:

TONE OF VOICE:

TONE OF VOICE:

TONE OF VOICE:

AUDIENCE RESPONSE:

AUDIENCE RESPONSE:

AUDIENCE RESPONSE:

Green & Black’s have a large variety of flavours. Are you adventurous enough to choose something different? Intriguing Surprised

Did you know that chocolate is an aphrodisiac?

Fascinate, cheeky

Delighted and intrigued.

Chocolate do not just have to be bought for their partners or spouse or loved ones on special occasions. Suggestive Intrigued

Dark chocolate has health benefits. Every man wants abit of a dark side.

Tempting

Educated and tempted.

Can we be the next county to eat the most chocolate?

Dynamic

Competitive

Research shows that chocolate melts just below body temperature of 37.50.

Chocolate melts just below body temperature but are you hot enough to melt your loved ones’ heart? Humourous and cheeky. Competitive


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CONCEPTS

These concepts have the same underlying message of trying to get men aged 25-35 years old to be more adventurous. It is taking insight from the fact that 1 in 10 customers who buy chocolate are adventurous enough to try new flavours.

GREEN & BLACK’S ADVENTURE A competition to win an adventure.To start off the process, there will be a giant rock climbing QR wall where it will stir up interest in customers. There will also be a repetitive video playing beside it. They will have to scan the QR code and it will take them to a page of the Green & Black’s website where they can download an app.This app will be part of the competition to help keep track of the different flavours they bought. They will have to collect 5 different flavours and share the app on facebook in order to submit their details to enter the competition. They will get to choose an adventure from the list that Green & Black’s will sponsor them with. They then have the option to share their experience both with the chocolate flavours and the adventure for those who had won, on facebook or twitter. Tagline would be : ‘‘Get your adventurous side back with Green & Black’s’’.

WHITE

White Chocolate 100g

EXPERIENCE THE TASTE

REVEAL YOUR TRUE COLOURS

Interactive wall displaying 15 chocolate bars where each bar, once pressed will peel to reveal each woman in a particular moving scene that gives the experience of each flavour. This concept plays on the idea of that each flavour has an experience behind it, and to be adventurous in choice of women.

Interactive wall displaying a touch surface requiring them to touch for a few seconds before it changes to a colour of a flavour along with a message of a desginated characteristic. It would show one of these desirable characteristics of men. This will create curiosity in men wanting to find out which characteristic they possess, in turn finding out that Green & Black’s have a wide range of flavours.

White Creamy Milk Milk Butterscotch Almond Raisin & Hazelnut Hazelnut & Currant Cherry Mint Expresso Caramel Ginger Mayan Gold Dark 70% &85%

Alaskan woman in snow Milkmaid in Switzerland Farm girl milking a cow Traditional german lady Classy french woman in Cafe Sunmaid picking raisins Rich maiden being fed grapes Showgirl with cherry lipstick Lady garderner with sprinklers on Waitress at a Italian coffee bar Popcorn woman at a movie theatre Woman Baker with gingerbread man Mayan finding gold treasure African in cocoa plantation

White Creamy Milk Milk Butterscoth Almond Raisin & Hazelut Cherry Mint Expresso Caramel Ginger Mayan Gold Dark 70% & 85%

Warm Charming Masculine Bold Affectionate Romantic Classy Mysterious Entertaining Clever Genuine Manly Dashing

ROULETTE WHEEL YOU GET IN?

TAILORED MADE ADVENTURE

CHOOSE YOUR OWN ADVENTURE

Interactive wall that displays a roulette wheel where they can bet on the flavours of the chocolates instead of numbers. They will be betting for a chance to win access to a exlcusive Gentlemen’s Chocolate Bar. There they will get to have a taster session of all the different chocolates as consumers are generally more inclined to buying something when given a chance to taste. This concept plays on the idea of being adventurous and a risk taker for an incentive. Green & Black’s the gentlemen’s snack.

Interactive wall of that seems like a mirror and will reflect a particular coloured suit when stood in front of. The colours will represent the different flavours. You can then have the option of sharing it on facebook or Twitter. The message that goes with the image that potrays the man wearing a orange suit, will say: “Green & Black’s ginger chocolate turned me adventurous.” This will encapsulate a fun and wild factor as it engages customers by having to interact with.

A system where you can video log yourself to describe a made up adventure you got from a particular flavour. “ Choose your own adventure, choose your flavour.” The video will then be uploaded onto a specific website where people will vote on which they think is the best adventure. The winner will see their adventure come to live and win a month’s supply of Green & Black’s Chocolate. This idea is based on the “Choose your own adventure’’ story books which are published 25 years ago. This will bring out a nostalgic feeling as they will probably have read it in their younger years.


{ CHOSEN }

CONCEPT GREEN & BLACK’S ADVENTURE

1.

GREEN & BLACK’S ADVENTURE A competition to win an adventure. To start off the process, there will be a giant rock climbing QR wall where it will stir up interest in customers. There will also be a repetitive video playing beside it. They will have to scan the QR code and it will take them to a page of the Green & Black’s website where they can download an app.This app will be part of the competition to help keep track of the different flavours they bought. They will have to collect 5 different flavours and share the app on facebook in order to submit their details to enter the competition. They will get to choose an adventure from the list that Green & Black’s will sponsor them with. They then have the option to share their experience both with the chocolate flavours and the adventure for those who had won, on facebook or twitter. Tagline would be : ‘‘Get your adventurous side back with Green & Black’s’’.

RESEARCH INSIGHT: One out of ten of consumers who buy chocolates are adventurous enough to try out new flavours.4

Share application with friends on facebook to enter last procedure of comeptition. Share the experience too via facebook and Twitter.

ROCK CLIMBING QR WALL IN MAJOR CITIES’.

4.

Scan it and it will take you the Green & Black’s Website.

3.

2.

SCANNER FOR QR CODE

Download the app to keep track of the flavours you have bought and to enter details to join the competition.

Collect 5 different flavours by scanning the code found in each chocolate bar.

IPHONE APP

300456

QR CODE IN CHOCOLATE BAR


WALK-THROUGH OF GREEN & BLACK’S ADVENTURE

Once they have collected all 5 flavours.

Choose an adventure from the list that Green & Black’s will sponsor you for. The Winners will be chosen at random every month.

They simply share the application on facebook and submit their detials.

They can share their experience with both the flavours of the chocolate and the adventure if they won, through the application of Facebook or Twitter.

Only by allowing this application and sharing it with friends, will you then be able to enter the competition for a chance to win an adventure. This creates a chain effect.

All they need is their name, their email address and then to choose their adventure they wish to embark on.

Facebook group for Green & Black’s Adventure will engage the participants in sharing their experiences and in turn raise awareness of this campaign as other friends will notice it on their news feed.

Twitter account for Green & Black’s Adventure so that Green & Black’s can interact directly with participants. Twitter page will try to get participants to engage with this campaign by asking them to post which flavours are the best, always trying to bring it back to their chocolate itself.


WALK-THROUGH OF GREEN & BLACKâ&#x20AC;&#x2122;S ADVENTURE

QR climbing walls in major cities will raise awareness, targetting active young men.

This application will enable them to keep track of the flavours they have discovered.

They need to collect 5 different flavours from the adventurous range, scanning the code found in each bar.

Scanning it will take them to the Green & Blackâ&#x20AC;&#x2122;s website where the adventure app can be downloaded.

Download app.

Each code is found inside each chocolate bar, this is so that customers will have to purchase it in order to enter.

CONTINUED...


VIDEO ALONG SIDE QR WALL FOR GREEN & BLACKâ&#x20AC;&#x2122;S ADVENTURE

This are snapshots from the video that will be played along side the rock climbing QR wall. It explains the competition in a very simple way and will draw participants in, as they would want to find out more. The music that plays along is engaging and exciting with a sense of adventure. It plays along with a remixed ambient rainforest tune. The video clearly shows the varitey of the flavours that Green & Blackâ&#x20AC;&#x2122;s make. The colours of each flavour is represented in the leafy border. This video is for the sole purpose of stirring up interest in potential customers.


Green & Black's